In the tube, it is really red!
But it is a sheer lip product.  The formula is so nice and rich, very much like lip balm.  It has no taste.  It has the same texture as a really nice moisturizing lip balm.  I really liked it.  It feels so buttery smooth on, not drying at all.  It is so conditioning, it's like lotion for your lips.  It's not creamy, but not greasy either.  I kept pressing my lips together just to feel the smoothness- I really liked it.  I liked it so much, that I picked up another one- this time I got Entice.  I really loved that one too; it has a little shimmer in the tube but does not apply shimmery at all.  What is funny, is that it has the same exact colour and texture as a lipstick I got many moons ago in Germany, I dont even remember what it was.  
Here are the swatches of both, Smoulder on the left, Entice on the right: 
Although they are sheer, they still deposit some colour- Smoulder more noticeably so.  
Here is how Smoulder applied on my lips: 
And here is my latest attempt at lip swatch photos: 
ENTICE
Overall, I really enjoyed this product and I would recommend it, but it isn't a typical lipstick.  Rather, I would classify it as a tinted lip sheen.  The texture alone makes it worth trying, but if you're going for colour, I would recommend one of the darker shades.  
 
 
